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PPC 周复盘表
把"广告看了一堆数据,不知道该改什么"变成"按表勾 9 项,得出下周动作清单"。
适合谁用
已经开始投放广告,但不知道每周该看哪些指标的卖家
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这份资料解决什么问题
广告跑到第 7 天,后台数据一大堆:花费、点击、订单、ACOS、TACOS、CTR、CVR、搜索词、转化率……卖家最常见的困境是"看了数据,不知道该动什么"。要么乱动,要么不敢动,最后广告预算烧完也没留下方法论。
这份周复盘表把 9 个核心字段按"先看什么、再看什么、最后怎么决策"的顺序排好。每周用 30 分钟填一遍,你的广告就进入"看数据 → 出动作 → 看结果"的循环,而不是"看数据 → 焦虑 → 继续看"。
9 个核心字段
花费
本周广告总花费,按活动分(SP / SB / SD),与上周对比判断预算节奏
点击
本周总点击数,关注 CTR 异常下降(可能 Listing 出问题或预算烧太快)
订单
本周广告订单数,分新品订单 / 复购订单,关注转化路径
ACOS
广告花费 / 广告销售额,新品期不追,稳态期参考 25-35% 区间
TACOS
广告花费 / 总销售额(含自然单),长期健康度指标,稳态期 < 15% 较优
CVR
广告点击转化率,Listing 上线 2 周内 > 5% 较正常,低于 3% 要回头查 Listing
搜索词
本周触发广告的搜索词 Top 30,按花费降序,标"相关 / 不相关 / 待定"3 类
否词建议
从"不相关"和"高花费低转化"里挑 5-10 个,精确否词,不相关的负向词组
下一步动作
3-5 条下周必做的事:加预算 / 降价 / 暂停活动 / 否词 / 加词,每条对应一个数据点
5 步使用流程
-
1
先看花费
本周花了多少,有没有超预算或烧不完。预算烧太快 → 暂停低效活动;烧不完 → 检查投放时段和出价。
-
2
再看转化
广告订单、CVR、ACOS 三个数字一起看。点击多但 CVR 低 → Listing 转化承接出问题,先回去查 Listing,不要在广告上硬调。
-
3
再看搜索词
本周触发的搜索词是"金矿"还是"垃圾场"。把高花费低转化的词挑出来,这是下周优化的重点。
-
4
决定保留 / 加价 / 降价 / 否词
搜索词按表现分四类:保留(高转化稳态)、加价(高转化稳态仍有放量空间)、降价(ACOS 偏高但值得留)、否词(不相关 / 转化差)。
-
5
写下周 3-5 个动作
每条动作对应一个数据点。空想动作没用,动作必须从本周数据来。下周复盘时,看这些动作有没有带来数据变化。
使用边界与提醒
⚠ 这份表不替代你对市场和产品的判断 PPC 周复盘表是"动作清单生成器",不是"决策机器"。9 个字段填出来的"下一步动作"必须经过你结合产品阶段、利润结构、库存深度再判断。新品期追求曝光宽度,稳态期追求 ACOS 收敛,成熟品追求 TACOS 优化,每个阶段动作的优先级不同。
另外,周复盘表只在"广告跑满 7 天"之后才有意义。3 天就急着看数据下结论,容易把新品期的"低转化"误判为"广告失败",反而把活动暂停,错失数据积累期。
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